The Second Web

THE SECOND WEBJohn Blossom, President, Shore Communications Inc.23 September 2011

About Shore

Content Marketing Strategists

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Enhance your strategies for publishing and content technology products and services in enterprise and media markets

We provide: Market research, intelligence and

analysis Marketing strategy review and advice Go-to-market content and services

Recognized: Recognized: 2004, 2005 EContent Magazine

“100 Companies that Matter Most” 2007 CODiE – Best Media Blog

Web: shore.com

2007 CODiE – Best Media Blog

23 September 2011

Copyright © 1999-2011 Shore Communications Inc. - All Rights Reserved

28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2

23 September 2011

Copyright © 2009 Shore Communications Inc. - All Rights Reserved

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Content

What is The Second Web

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What is The Second Web Where it’s taking media, business and society Rules to live by in The Second Web Rules to live by in The Second Web

23 September 2011


Wh i Th S d W b?What is The Second Web?5

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The Second Web…

…is the convergence of:

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…is the convergence of: all media on all networks on all networks in all formats in all languagesg g on all devices

…an infinite web of inputs, outputs and contexts p , padapted to our personal environment and senses. Not drowning in content, swimming in it naturally

23 September 2011


What’s Different

The First Web:

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The Second Web: The First Web: Internet

Static Web pages

The Second Web: Any network(s)

HTML 5, apps

Embedded programmable content

Inputs from PCs and servers,

Programmable, semantic content as the container

Inputs from any sensor, feeding p C ,feeding PCs

People accessing machines

Request/response

p y , gany device

People wearing machines

Streaming real time Request/response

Geekish Point and click, keyboards

Streaming, real-time

Intuitive Gesture, speech interface

Complex, machine-driven design

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Simple, human-driven design

A W b h W k lik h W ldA Web that Works like the World8

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A Web that Works Like the World

We don’t care what it’s called, as long as it works9

, g

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Responding to our humanity

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Responding to our humanity “Gesture computing” – context and function based on:GPS, accelerometers, touch screens, motion sensors, , ,

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The Second Web Follows our Senses11

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A Web that Works like the World

“Leanback” platforms

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Leanback platforms Content consumption

Casual games and messaging

Gesture controls

Tablets, Internet-driven TV, casual phone use

“Lean forward” platforms Lean-forward platforms Content creation, collaboration

Intense games and content input

Precision controls

PCs, game consoles, sensor-driven phone use

Th “ bb k l ” h W b b h d The “tabbookconsole” – the Web uniting both modes23 September 2011


A Web that Works Like the World13

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We love leanback and gesture interfaces..except when we don’t


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Microsoft Touch Mouse for Windows 7/8, combining touchscreen and PC gestures


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Motorola Atrix, a 4G smartphone that can drive a laptop and a TV entertainment centre

A Web that Works like the World

Voice computing – extending our senses with:

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Voice computing extending our senses with: Voice commands Automated transcript generation Automated dynamic translation

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Real-time – a world that communicates with itself constantly

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y Immersive – high-quality, absorbing experiences Convergent - all communications networks and technologies Universal – language no longer a barrier Functional – blending software and content effortlessly Aware – Built around human senses and sensibilities Sensory – Integrating universal awareness of the world Collaborative – building knowledge and insight flexibly

Personal – follows the contours of human lives and relations

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A W ld h Li i h W bA World that Lives in the Web18

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A World that Lives in the Web

The Second Web is 19

mobile by default Its newest users may y

have never owned a PC The Web as an on-body y

tool is a given The Second Web uses

mobile to sense and to connect to anything

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Affordable, networked phones are everywhere

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Affordable, networked phones are everywhere

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$80 Ideos smart phone w/3G/4G, GPS, Wifi sold 350,000 units in Kenya alone


February 8, 2011 - Internet Protocol Version 4

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February 8, 2011 Internet Protocol Version 4 (IPv4) ran out of addresses

IPv6 has 340 trillion, trillion, trillion unique IP IPv6 has 340 trillion, trillion, trillion unique IP addresses

Each grain of sand 340 000 000 000 Each grain of sandon the planet can nowhave its own IP address

340,000,000,000,000,000,000,000,

Everything is addressable Everything will be…

000,000,000,000,000 addresses… Everything will be…

23 September 2011



Data isn’t what measures the world…

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Data isn t what measures the world… Data IS the world – an integral part of life Real time semantic representation of simultaneous Real-time, semantic representation of simultaneous

global and local human experience Real time semantic responses to global and local Real-time, semantic responses to global and local

human experience Cloud based content empowering and empowered Cloud-based content empowering and empowered

by pervasive mobile computing and sensors

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From accessing data to living in data23

the first web the second webg g “Always on” – ambient content Trillions of sensors – data ecosystemy In every place and thing – even in us Working with all human senses Extending our human senses

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A World that Lives in the Web24

Android Accessory Development Toolkit Makes Any Device or Sensor Web-enabled

17 May 2011


Android Accessory Development Toolkit Makes Any Device or Sensor Web enabled


Billions of mobile devices can give & get realtime:

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Billions of mobile devices can give & get realtime: Geospatial data Location, motion, orientation, altitude, relation to sites, , , ,

Voice Text Biometric data Video/still images Social media streams Transaction data

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Sensor computing

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Sensor computing Remote health and

home monitoring Automotive services Body monitoring garments

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Human-machine interfaces becoming internal

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Human machine interfaces becoming internal

Proton-based transistors

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The Second Web Shares our Senses28

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The Second Web Shares our Senses29

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The Second Web: A Web of Transactions30

Near-Field Communications (NFC) Enable Secure Personal Data Transfer

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Near Field Communications (NFC) Enable Secure Personal Data Transfer

The Second Web is “Freemium”

More valuable contexts,

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More valuable contexts,more willingness to pay

New cross-platform payment New cross platform payment services

Willingness to pay for immersive Willingness to pay for immersive content and experiences whenthey can follow us anywhere orprovide truly unique venues

Web lessons still apply – freecontent is a marketing tool

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A W ld h i h W bA World that is the Web32

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The Second Web: Uniting All Networks33

Land Line Satellite

Radio Cable

Mobile/In-Vehicle GPS

“White-Fi”/WRAN UHF Broadband on Power

RFID/Near Field Communications

Lines (BPL) VoIP/POTS Phones

WiFi Direct Bluetooth

Infrared Private networks

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The Second Web: Uniting All Networks

“White-Fi”/WRAN UHF Internet with 60-mile range

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White Fi /WRAN UHF Internet with 60 mile range

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The Second Web: Uniting All Networks35

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The Second Web: Uniting all Devices36

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Wh d Th S d W b ?What does The Second Web mean?37

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Implications for Media & Technologyp gy

Unintegrated media is becoming a rarity

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Unintegrated media is becoming a rarity Media will become more layered, immersive and

interactive, both “lean back” and “lean forward”interactive, both lean back and lean forward Media will mingle the raw and the polished fluidly Content categories platforms mix fluidly Content categories, platforms mix fluidly “Tossing” content from platform to platform a given

N l f W b i No content or platform can escape Web economics Old media can be transformed into new platforms

Print on demand, personalized print, print triggers Web23 September 2011


Multi-function, Multiplatform, p

Tablets, Smart Phones, TVs, PCs blend:

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Tablets, Smart Phones, TVs, PCs blend: Ebooks Social media Social media Video Games Magazines Appspp Printable matter

Cross-platform strategies becoming cross-functionalp g g

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The Second Web: New Immersive Media

HTML 5 & apps blend video, functionality and

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HTML 5 & apps blend video, functionality and dynamic graphics into engaging experiences

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The Wilderness Downtown – HTML 5 merging video,

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The Wilderness Downtown HTML 5 merging video, augmented reality, Google Street View, interactivity

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Branson’s PROJECT – Is it a magazine, is it a video,

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Bransons PROJECT Is it a magazine, is it a video, is it a game? In The Second Web, it doesn’t matter.

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The Second Web: New Immersive Media43

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The Second Web: Everything is One Web44

Google TV Google TV Cable Satellite Satellite Streaming Video Audio

Apps Mobile Web

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Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED

Cross-platform search


23 September 2011

Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED


23 September 2011



23 September 2011



23 September 2011


The Second Web: Everything is One Weby g49

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The Second Web: Everything is One Weby g50

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R l Li B i Th S d W bRules to Live By in The Second Web51

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Rule #1: Manage fluid contextsg

The “where” and “when” of content matters most

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The where and when of content matters most Chances are your audience controls the most

valuable content and tools for building contextsvaluable content and tools for building contexts Get your content ready to self-package and self-

license in whatever contexts matter most to license in whatever contexts matter most to audiences – APIs are key

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Rule #2: Enable human experiencep

Use, extend and interpret human senses and sensors

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Use, extend and interpret human senses and sensors Accept that people use multiple senses concurrently

Augment and extend human relationships Augment and extend human relationships Focus on the value of venues based more on

exclusive human experiences less on exclusive thingsexclusive human experiences, less on exclusive things A book as undivided personal attention Yet divisible amongst many platforms in different contextsg y p

A periodical as a curated collection of current insights Audience may actively control agonostic curation

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Rule #3: Facilitate transactions

“I trust, therefore I transact”

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I trust, therefore I transact Brands are trusted relationships that lead to transactions Many levels and contexts for transactions Many levels and contexts for transactions Social, subscription, give-to-get, collective purchasing

Build trust where audiences feel most comfortable Platforms are just points of inflection in building trust Where you are with what you have is the contexty y

Adjust your metrics to the most profitable trust models Journal impact vs. opportunity impactp pp y p

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Rule #4: Ignore bordersg

Link everything to everyone

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Link everything to everyone Language no longer separates – BOTH ways Platforms will no longer separate (unless the user Platforms will no longer separate (unless the user

really wants it that way) HTML 5 and cross-platform native client programming for content and p p g g

functionality will dominate

Business, governmental, social borders blurred by equivalence of cloud access

Privacy is a boundary, not a border – it’s flexible but sensitive

23 September 2011


Rule #5: Partner with the cloud

Immense availability of cloud communications and

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Immense availability of cloud communications and content accelerates the value of smaller, more contextual markets: Hyperlocal, Hyperfocused, SMEs Microcapital (and new forms of stored value) Personalized goods and services

Most value surfaces in unexpected opportunities (‘The Black Swan” - Nassim Nicholas Taleb)

Sense everything, focus on the “outliers”

23 September 2011


Responding to the Second Web

Opportunities are

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Opportunities are increasingly in complex domains

Core content and aggregated smart content needs to be aligned more with complex domains

Interfaces and apps need to roll out faster, smarter and more targetedand more targeted

23 September 2011


Source: Cognitive Edge

Learn How to Swim!

Make the complex simple

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Make the complex simple Be in the real-time stream Agnostic aggregation Agnostic aggregation

can accelerate profits & productivityprofits & productivity

Accept where the valueis created in publishingis created in publishing Highly automated insights, highly human insights Everything else gets commoditized!y g g

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For Follow-Up…p

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WEB shore.com contentblogger.com secondwebbook.com

TWITTER @jblossomPOST POST John Blossom

PresidentShore Communications Inc.4 Merritt LaneW t t CT 06880

24 September 2011

Copyright © 1999-2011 Shore Communications Inc. ALL RIGHTS RESERVED 59

Westport, CT 06880

The Second Web

Technology

interpret

apps blend

human senses

smart phones

lean back

content matters

pcs blend

networked